1. How to guide
OCTOBER 2011
Best Practices in email marketing
tiPs for list segmentation &
oPtimization
© Mailigen Ltd. All rights reserved 10/2011. Mailigen Email Marketing Solutions

2. Tips for LisT segmenTaTion & opTimizaTion 2
Segment your mailigen liStS to create optimized
targeted campaignS and increaSe engaged
SubScriberS engagement.
Segmentation is a best practice for all strategic marketing programs, and email marketing is no different. Sending
targeted messages to your subscribers will deliver a highly engaged audience and improve your open and click
rates. Through segmented lists you can see who’se a fan and who still needs persuasion or reactivation of your
least engaged subscribers. Segmentation will help your email marketing and improve your click rates by a mini-
mum of 10%.
1. Segment new SubScriberS
If you know more about your email subscribers and what they are interested in then you will know how they want
to receive messages and what content will appeal to their interests. Use subscriber segmentation tools to seg-
ment new subscribers or allow subscribers to self segment. Segmentation offers you ability to find our who your
subscribers are and what they are interested in, with segmentation you can offer greater personalization to your
emails. Segmentation does not need to be complicated, so include a few segmentation questions for new sub-
scribers. Keep in mind anything more than two questions can discourage people from signing up and you always
have the opportunity to offer more qualification later.
segment By demograPHics and geolocation
Market segments are selected based on commen ele- can use segmentation to target related fields and
ments, like demographics and geolocation. You want provide better deliverability results. This is often the
to segment your list to target the right audience for most popular way to segment email lists.
your call to action. Maybe you want to send your mes-
Perhaps you want to send your message to people
sage to people who purchase a particular service in
who purchase a particular service in a particular lo-
a specific store location or city. Separating lists into
cation. Viewing engagement decisions about spe-
groups will help you identify and effectively target
cific products or services in specific geographic lo-
those consumers.You may gather information such as
cations allows you to compare where your products
geography, zip code, gender, age and buying behavior,
are generating interest and which markets still need
Viewing demographic or location based engagement message penetration. Targeting related fields can
about specific products or services allows you to com- provide better deliverability results and is often the
pare where your products are generating interest and most popular way to segment email lists.
which markets still need message penetration. You
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3. Tips for LisT segmenTaTion & opTimizaTion 3
segment By Personal interests segment your list By email domain
You can have listed categories for subscribers to sign Segmenting your list by email domain will allow you
up for their specific personal interests. Ask them ot tell to track email domain performance and analyze the
you more about what they are interested in by using bounces, clicks, opens and unsubscribes. Utilizing
predefined choices. For instance, if you are a clothing reporting by email domain segmentation will high-
retailer ask them to identify what type of clothing they light any issues with deliverability with that particu-
are interested in, Men’s, Women’s, Sale, Outerwear, etc. lar domain. Then you can take action to resolve any
You can also ask them to select if they are interested in issues and keep your list healthy.
receiving information about special events related to
their interest or demographics. Again, the more com- segment By sign uP date
plex the form the less likely they will be to complete
Your most recent subscribers are often the most
so keep it simple and only ask for what really matters.
engaged. Try segmenting your lists by people who
Be sure to include a relevant call to action so they are
signed up in the last month or since your last email
moved to subscribe and identify their interests. Seg-
campaign. You might be surprised by the data, often
menting audiences by personal interest allows you to
the most recent subscribers are the most active. That
tighten your scope to determine the most relevant and
is a data point for you to improve the messaging or
motivated buyers within those segments and then cre-
deliver a more enticing call to action for people who
ate effective marketing campaigns.
have subscribed for a long period of time. Either
way, you will most likely see you need to tailor your
message differently for each segment.
© mailigen Ltd. all rights reserved 10/2011. mailigen email marketing solutions phone: (+1) 718 303 1864

4. Tips for LisT segmenTaTion & opTimizaTion 4
2. optimize mailing liSt
Optimizing your email marketing list is all about the data. Many marketers use A/B testing and other measurable
efforts to determine which content and layout to show subscribers. You can use the data from A/B testing to de-
termine the best optimizations to make but you can also learn quite a bit from the email marketing data captured
after each mailing. As you send mail look for trends in open rates, actions taken by subscribers and other data
available from your ESP to learn what performs best with each segment. The effect of using data to optimize your
list is every campaign will be highly optimized based on actual performance data and lead to better results.
segment By BeHavior
One of the most powerful ways to connect with your b) Segment by people who opened, but didn’t click
audience is through behavioral segementation based
Segmenting your list by people who opened the
on actual customer behavior toward your email mar-
email but didn’t take action can help you improve
keting efforts. Even though social networks are grow-
your call to action and identify which links work best
ing methods of communication, email marketing is
for the audience. Perhaps you had competing links
still the most relevant and utilized tool for communi-
within your email, or maybe the call to action wasn’t
cating with customers. Consumers expect marketing
valuable to this audience. You may want to survey
messages delivered to their inbox to be personalized
them and see what you can do to entice them to take
personalized to their specific needs and interests. Ev-
action.
ery time someone comes to your website or clicks on a
link in your email, they are telling you what they are in-
terested in. Responding to those interests allows you segment By Product interest & PurcHases
to relevantly engage with subscribers based on what Allow your subscribers to choose more detailed pref-
they have told you about themselves through their be- erences in their email subscription sign up. For in-
havior. stance, if you sell chocolates, allow people to tell you
if they prefer milk, dark or white chocolate. Segment-
a) Segment by inactive subscribers
ing your messages by special interests will give you
Inactive subscribers can negatively impact your email a better campaign result. Segmentation by product
marketing metrics and your deliverability. From time to interest will also allow you to track your ability to
time, you should review your lists by subscriber activity convert potential customers to buyers, or cross sell
and determine who qualifies as an inactive subscriber. your other products.
Then launch email reactivation campaigns targeted at
inactives.
© mailigen Ltd. all rights reserved 10/2011. mailigen email marketing solutions phone: (+1) 718 303 1864

5. Tips for LisT segmenTaTion & opTimizaTion 5
3. create SegmentS baSed on Survey reSponSeS
Online surveys are another opportunity to gather additional information and create segmented lists. When cre-
ating your survey remember to create something simple so people will complete the questions. Ask questions
about how often your subscribers want to hear from you, what type of information they care about and how they
like to receive content (HTML, text, etc.). Once you have gathered your survey data, you will be able to customize
your messages and frequency to the subscriber’s interests and behaviors. Be sure to thank the subscriber for tak-
ing the survey and if you asked for their preferences, make sure you actually support the preference options you
provide. If you are asking, you set the expectation you will provide their preference responses.
Summary
Successful email marketing requires more than writing a few paragraphs of copy and sending it out to your
distribution list. Email campaigns can be complex, require careful strategic thought, planning and testing
and the right follow up. We hope these tips help you get started segmenting your lists and increasing your
subscriptions.
Mailigen has the easy to use tools you need to generate action with powerful email messages and newslet-
ters. If you want to learn more about Mailigen, take it for a test drive before choosing your Email marketing
solution, we offer a 30 day free trial!
© mailigen Ltd. all rights reserved 10/2011. mailigen email marketing solutions phone: (+1) 718 303 1864

6. Tips for LisT segmenTaTion & opTimizaTion 6
Published by Mailigen
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Phone: (+1) 718 303 1864
Copyright © 2011 Mailigen Ltd. All rights reserved.
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